Creating Innovative Products and Services: The FORTH Innovation Method

by Gijs van Wulfen

Really new products and services are scarce, yet the need for them is huge. That's why Innovation is an important managerial instrument - but many of us struggle with how to approach it. Gijs van Wulfen's Creating Innovative Products and Services is an essential read for anyone involved in new product or service design, brand development, new business development or organizational development because it 'unfuzzies' the front end of innovation with practical tools, effective checklists and an inspiring innovation route map. Gijs van Wulfen explains how ¢ Build a committed ideation team, compile a concrete innovation assignment and identify opportunities; ¢ Explore trends, technology and potential customers, then choose the most positive opportunities and customer insights to transfer to the next step - raise ideas; ¢ Develop twelve new promising innovative product or service concepts; ¢ Check the concepts in qualitative research among potential clients and improve them; ¢ Work the best into a tangible mini business case per product idea, and present them for decision making and adoption in the regular stage gate development process. The effective 5-step FORTH method presented in this book, will jump start your product and service innovations. The success of this practical approach is highlighted in a case study of one of the largest insurance companies in The Univé VGZ IZA Trias and is suitable for both business-to-consumer and business-to-business markets. Creating Innovative Products and Services has been written for directors, managers, advisors and innovation specialists in organisations who are responsible for, or involved in, product innovation. In it you will find practical guidance through every stage.

292 pages, Hardcover

First published April 1, 2011

About the author

Gijs van Wulfen is a globally recognised authority on innovation and the founder of the FORTH Innovation Method. He helps organisations turn innovation ambition into execution by combining structure, collaboration and genuine customer insight.

He is the author of The Innovation Expedition, The Innovation Maze, Breaking Innovation Barriers and several other books on innovation, creativity and personal development. His practical, visual and human approach has inspired leaders and teams across industries and cultures worldwide.

Gijs has been ranked the world’s number-one thought leader on innovation by Thinkers360 in 2026—for the third time. He is also a LinkedIn Top Voice and an internationally sought-after keynote speaker and innovation facilitator.

Through his books, keynotes and FORTH programmes, Gijs helps people overcome innovation barriers, create meaningful ideas and deliver impact together.

Learn more at https://gijsvanwulfen.com